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Brian Glover Sr. Product Marketing Manager, Marketo @brianjglover

MARKETING AUTOMATION HACKS:

MARKETO

Hana Abaza VP Marketing, Uberflip @hanaabaza

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Join in on

WE WILL SEND THE RECORDING.

Questions? We’ve got answers!

(At the end of the webinar J)

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STICK AROUND FOR A DEMO

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Meet the Expert

Street Cred (by the numbers): •  3 years at Marketo •  14 years in marketing technology •  15 years in B2B marketing Brian Glover

Marketo

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Let’s get Hacking

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Focus Areas

Nurturing Revenue Attribution

Productivity Web & Ads

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Nurturing

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Hack #1 •  Set content availability •  Why? Automatically expire content without having to remove it manually •  Examples: event invites, seasonal content

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Hack #2

•  Test lead through nurture •  Why? Shows you what

content is sent out and what happens based on lead actions

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Hack #2

•  Test lead through nurture •  Why? Shows you what

content is sent out and what happens based on lead actions

Test Stream!

Verify Transition to Next Stream!

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Hack #3

•  Use Champion/Challenger for A/B testing nurture emails •  Why? Testing ensures you have the best content going out and are getting

the best results

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Hack #3

•  Use Champion/Challenger for A/B testing nurture emails •  Why? Testing ensures you have the best content going out and are getting

the best results

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Hack #4

•  Use the Engagement Dashboard to understand how your content is performing

•  Why? Continuous refinement leads to better results

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Hack #5

•  Enable Communication Limits •  Why? Get better engagement and avoid unsubscribes!

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Revenue Attribution

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Hack #6

•  Use Program Success for each Channel tag

•  Why? Revenue attribution is based Program Success (i.e. leads taking a desired action)

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Hack #6

•  Use Program Success for each Channel tag

•  Why? Revenue attribution is based Program Success (i.e. leads taking a desired action)

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Hack #7

•  Include Period Costs on your programs •  Why? Period costs are used to calculate ROI

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Hack #8

•  Know when to use first touch vs. multi-touch attribution

•  Why? Both are useful. •  First touch tells you which

programs bring the right leads

into your database

•  Multi-touch tells you which

programs move the right leads

through your marketing funnel

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Hack #9

•  Use multi-touch Revenue-to-Investment to assess programs •  Why? Tells you which programs are providing a good return and which ones

aren’t OK!BAD! GOOD!

Pipeline created / total cost!

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Hack #10

•  Set up ad channels and campaigns as programs

•  Why? •  Measure revenue attribution•  Compare to other channels

Screenshot Coming on

Monday!

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Productivity

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Hack #11

•  Clone existing programs to create new ones •  Why? Saves time and maintains data consistency

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Hack #12

•  Use Tokens to update assets •  Why? Saves time and

maintains consistency across all program assets

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Hack #13

•  Use Program Schedule to coordinate programs with other activities •  Why? Prevents overlapping communications… and saves time

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Hack #14

•  Use Marketo Moments to reschedule a campaign

•  Why? Because your boss said it’s not ready to go out and you’re out at dinner with some friends

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Hack #15

•  Use Marketo Sales Insight to prioritize leads for reps •  Why? Makes reps more efficient; boosts marketing credibility with sales

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Web & Ads

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Hack #16

•  Personalize homepage content for ANONYMOUS website visitors

•  Why? •  98% of visitors are

anonymous•  Limited time to say

something relevant•  Keep visitors longer and get

more conversions

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Hack #16

•  Personalize homepage content for ANONYMOUS website visitors

•  Why? •  98% of visitors are

anonymous•  Limited time to say

something relevant•  Keep visitors longer and get

more conversions

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Hack #17

•  Use buyer stage to personalize Web content for repeat visitors •  Why? People come back to your website throughout the buying process, use

the opportunity to nurture them

Solutions How To Buy Validation Education Awareness

Lead Score >100 50< Lead Score <100 20< Lead Score <50 Known Lead Score <20 Anonymous

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Hack #17

•  Use buyer stage to personalize Web content for repeat visitors •  Why? People come back to your website throughout the buying process, use

the opportunity to nurture them

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Hack #18

•  Personalize website retargeting ads

•  Why? Bring more people BACK to your site for another chance to convert

Befo

re!

Afte

r!

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Hack #19

•  Leverage lead database segmentations for ad targeting •  Why? More precise targeting + more personalized ads = better results/ROI •  Use cases: Nurturing, Account-Based Marketing, Reactivation, Audience

Expansion

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Hack #19

•  Leverage lead database segmentations for ad targeting •  Why? More precise targeting + more personalized ads = better results/ROI •  Use cases: Nurturing, Account-Based Marketing, Reactivation, Audience

Expansion

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Marketo Product Docs:

https://docs.marketo.com

Marketo Resources:

https://www.marketo.com/resources/

Resources

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QUESTION TIME!

Brian Glover Sr. Product Marketing Manager,

Marketo @brianjglover

Hana Abaza VP Marketing, Uberflip

@hanaabaza

hub.uberflip.com

Find out how Booker decreased theircost per lead by 71% with content.

READ CASE STUDY